Chapter 11 - Chapter 11 The Apple ad in 1984 captured and...

Chapter 11 The Apple ad in 1984 captured and expressed something lying just below the surface of early 1980s American culture. It was about us versus them, threatened individuals versus faceless corporations all through a computer. Exhibit 11.3 – look in book pg. 365 Two ways to achieve brand recall 1. repetition: advertisers do this by buying lots of ads and / or by repeating the brand name within the ad itself. This is typically a strategy for a television or radio 2. slogans and jingles: slogans are one small step up from raw repetition in degree of complexity. Here, slogans and jingles are used as ways of enhancing the odds of recalling the brand name Evoked set: a small list of brand names (typically less than 5) that come to mind when a product or service category is mentioned. By far the most important implication of rep. and slogans, jingles is big carryover. Unique selling proposition (USP): style, a type of ad that strongly emphasizes a supposedly unique quality of the advertised brand. Reason-Why Ads

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